Dollars & Sense: An Approving Word From the Sponsor

In a 10-year run as a sponsor of the Triple Crown, Visa became closely associated with horse racing and even produced racing-themed commercials that celebrated that relationship and promoted horse racing. But that run for VISA, in which it backed a $5 million bonus for any horse to sweep the Triple Crown, ended in 2005. A smaller profile deal for the payment network with the Kentucky Derby (G1) would follow before it came to an end as well. Now Visa is back at a level similar to that latter commitment. Last month Churchill Downs Inc. announced a multi-year deal with Visa, making it the preferred payment partner of the Derby and Churchill Downs racetrack. In an Oct. 30 conference call with analysts and shareholders, CDI CEO Bill Carstanjen cited the heightened visibility of Kentucky Derby week, as well as the potential to carry that momentum forward in two new series for 3-year-olds to launch in 2027, as reasons CDI has been able to add Visa to an impressive list of signature sponsors that also includes Woodford Reserve, Longines, Ford, and SAP. "Sponsors are increasingly recognizing the desirable demographics of our guests, the value of our television viewership and digital audiences, and our extensive social media engagement," Carstanjen said. "The heightened visibility is attracting interest from many of the most well-respected brands, and we remain focused on broadening and strengthening our sponsorship portfolio in the years ahead." Visa's Triple Crown TV commercial from late 1990s I would add that the industry-wide efforts to improve safety in recent years, as well as specific safety initiatives at Churchill Downs, also have helped retain and attract sponsors. In a world where consumers are willing to pay for unique experiences, the Visa-Derby sponsorship makes sense. Through this new partnership, Visa will create opportunities for clients and cardholders to access exclusive Derby week offers, once-in-a-lifetime experiences, and enhanced purchase options to help them embrace every aspect of the Kentucky Derby. "The Kentucky Derby is one of the most iconic events in sports and culture, bringing together fans, fashion, entertainment and hospitality in a uniquely American celebration," said Visa's chief marketing officer for North America Kyndra Russell, in a release. "At a time when live experiences are more valued than ever, we're focused on helping clients and cardholders access the sports, entertainment, and cultural moments they care about most. This partnership allows us to bring them closer to the Kentucky Derby, while making purchases simple, secure and seamless, whether they're finding the perfect fascinator, preparing to host a Derby watch party or enjoying Kentucky Derby weekend at Churchill Downs." Carstanjen said the 2027 launch of the Thoroughbred Championship Series Derby division for colts that will include six races at Churchill Downs, Belmont Park, and Saratoga Race Course, as well as the TCS Oaks division for 3-year-old fillies, featuring four races at those tracks will provide more attractive opportunities for sponsors. The series notably doesn't include the Preakness Stakes (G1), but CDI is confident it will sustain interest beyond the spring in these important divisions. READ: Oaks Division Added to Thoroughbred Championship Series "We were really excited about the Visa deal. That was a nice win for our team and a nice win for our partner," Carstanjen said. "As we look forward now, a big key for us as we push to the next level of sponsorships is really focusing on the TCS. The fact is, we need more content. "Our sponsors, our fans, our viewers, they all like what we have with Derby and Derby Week. So for us, it's pushing beyond that to develop more content, to develop more events around which we can build everything—every element of our flywheel—including sponsorships."